Email marketing is a great way for small businesses to reengage their customer base. It’s a fast, easy, inexpensive, and effective way to drive more sales. Reaching these customers is key to your marketing, but too many email blasts can force even the most loyal customers to click the unsubscribe button. Luckily for advertisers, there are a few new hacks to supercharge your marketing and reach your customers just using an email marketing list.
You can use an email list without drowning your customers in emails!
#1. Integrate Email and Search Marketing With Customer Match Targeting
Google’s revolutionary new targeting tool, Customer Match, allows advertisers to supercharge their paid search campaigns by exclusively showing ads to users on a customer’s email marketing list. Simply upload an email list as a remarketing audience to AdWords and then apply to your campaigns’ targeting option and viola – whenever your customers search for your product or service, your ad will appear at the top of the SERP.
Although brand new, we’ve already seen amazing results from Google’s Customer Match. Google is often able to match more than 50% of all users from email lists big and small:
#2. Build A Social Following on Twitter and LinkedIn
It’s more important than ever these days to have a large number of fans and followers, particularly as small brands’ reach on Facebook has dwindled to almost nothing over the past few quarters.
Getting new followers is key to your success on social media and the easiest way to do it is to simply invite your past customers and prospects to follow your brand using an email list. Twitter followers can easily be imported from email address books across a number of major platforms including Gmail, Outlook, and Yahoo under the “Find Friends” tab. Your brand’s page will begin to follow them and they’ll more than likely return the favor.
And LinkedIn connections can be invited to join your company’s group page by importing their emails to the “Send Invitations” tab under the group management page.
#3. Leverage Facebook Customer Lists
Even with a large fan base, your brand may still struggle to reach all your customers on Facebook organically. Facebook Ads are your solution reach a large audience quickly and inexpensively. Crafty advertisers know that they can leverage their existing customer email list on Facebook to create a tailored audience to show their ads to.
To create a Facebook Customer List audience using an email list in the Facebook Ads Manager:
1. Select “Audiences” from the Tools menu.
3. A prompt will appear. Select “Customer List”
And from here you’ll be able to create an audience to reach by uploading your email marketing list!
#4. Use Twitter Custom Audiences
The benefit to advertising on Twitter is the ability to reach a large, active audience that spans all types of users. Pair this wide reach with the ability to get cheap clicks for a high quality score and Twitter Ads can be very lucrative to advertisers of all budgets. Best place to start on Twitter is to upload an email list of current customers or prospects as a target audience.
To create a Twitter Custom Audience using an email list in the Twitter Ads Manager:
1. Select “Audience manager” from the Tools menu.
2. Click the “Create new audience” dropdown and select “Upload your own list.”
3. Name your audience and label it as a list of email addresses
4. Upload your email list as either a .csv or .txt file
And ta-da! You can now serve ads to this custom audience of your loyal customers or potential buyers.
Email marketing is a powerful tool by itself but the lists you use for email can be leveraged to make your other marketing more effective. Next time you’re tempted to send an email blast to your list, consider using the email list on your search or social campaigns first!
About the author:
Mark is a Data Scientist at WordStream with a background in SEM, SEO, and Statistical Modeling. Follow him on Twitter, LinkedIn, and Google +.
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